Search intent

Definition

Search intent refers to the underlying goal or purpose behind a user’s search query. It explains why a person is searching and what type of information or action they are seeking. Search intent helps determine whether the user wants to learn something, find a specific site, or complete a transaction.

For example, someone searching how to bake sourdough bread is likely looking for instructions or a recipe, while another searching buy sourdough starter kit online shows a clear intent to purchase. Understanding intent is critical for creating content and pages that align with what users want.

Advanced

Search intent is typically grouped into categories. Informational intent seeks knowledge or answers, navigational intent focuses on finding a specific website, and transactional intent relates to completing an action such as a purchase. A fourth category, commercial investigation, involves research before making a buying decision.

Advanced SEO strategies involve mapping content to intent at each stage of the customer journey. Tools such as Google Search Console, Ahrefs, and SEMrush help analyze keywords and the SERP features they trigger. For instance, if a query displays product carousels, the dominant intent is transactional. Aligning content with intent ensures higher visibility and improved conversion rates.

Why it matters

• Improves content relevance by matching user needs.
• Increases rankings and visibility across different search types.
• Boosts conversions by targeting transactional and commercial queries.
• Reduces bounce rates by aligning page purpose with expectations.

Use cases

• Creating blog articles to satisfy informational searches.
• Optimizing product pages for transactional queries.
• Building comparison guides for commercial investigation intent.
• Targeting branded terms to meet navigational intent.

Metrics

• Organic traffic segmented by keyword intent.
• Conversion rates by intent category.
• Engagement metrics such as bounce rate and dwell time.
• SERP feature tracking to confirm content alignment with intent.

Issues

• Misunderstanding intent and creating irrelevant content.
• Over-optimizing for keywords without addressing user needs.
• High bounce rates caused by mismatched search results.
• Missed opportunities if intent-driven queries are ignored.

Example

A travel company discovers that many users search for best family resorts in Spain. Instead of only optimizing for Spain resorts, the company publishes a detailed comparison guide highlighting family-friendly features. The content matches commercial investigation intent, ranks higher, and drives more qualified leads.